ASA dismisses growls from vodka producer

The complaint that the new packaging and campaign of Russian Bear (executed by Lowe Bull on behalf of Edward Snell) imitate and exploit those of Smirnoff (done by JWT on behalf of Brandhouse) has been dismissed by the ASA Directorate. The ASA's detailed ruling looked at the shape of the Vodka bottles, as well as the feel of the campaigns, and concluded that the similarities are not such that they point to conscious copying or exploitation of Smirnoff's properties.